5 Minutes with…VJ Anand
VJ Anand has been with VaynerMedia for four years which, for him, feels like an “eternity”. The self-described “social media-heavy” creative has found a home with VaynerMedia as it embraces digital expertise and sets, rather than follows, trends. In his relatively short tenure at the company, which VJ first joined as APAC’s head of creative, he’s been promoted twice - first to APAC’s head of creative and managing partner and then to the role he currently holds, ECD of EMEA and global creative operations.
VJ strongly believes that “people hate watching ads” (and proclaims to do so himself) but that great brands have a way of cutting through the cultural noise to make a mark with audiences. In his own work, this had looked like turning to Wes Anderson and now Alfred Hitchcock for inspiration for Zoom’s latest campaigns, with the team creating content around the things that annoy people the most about. His team also employed social listening to come up with the idea of a mock perfume ad for one of the rides at Alton Towers. The ad went viral and is one of the ways that VJ and his team are helping to bring a new personality to the theme park.
VJ’s global perspective gives him unique insights into the EMEA and APAC markets; unsurprisingly, he thinks both have a lot to learn from each other especially as more and more brands are working across the markets or planning to do so in the near future.
Below, LBB spoke to VJ about his "coach in a football team" style of creative leadership, finding inspiration outside of advertising, and - as a passionate sneakerhead - the pair he most regrets no longer having in his collection.
LBB> This is the first role you’ve stayed in for longer than three years. What’s exciting to you about working at VaynerMedia?
VJ> Four years in the agency world feels like an eternity nowadays. Yep, it’s going to be my longest stint in an agency, but I’ve found somewhere that fits my DNA at VaynerMedia.
I am very much a digital and social media-heavy creative. I come from a non-traditional background and really struggled back in the day when I joined big network agencies from the digital space. No one really got me. What excites me about VaynerMedia is having a leader like Gary Vaynerchuk who understands platforms and knows trends even before they become one. I’m learning so much here. Everyday there's something new to learn, some new trend. I find that super exciting.
LBB> The first thing that greets eyes on the VaynerMedia site is the statement “We don’t make ads. We crash culture.” Can you explain how you personally understand this and apply it to your work?
VJ> I strongly believe that people hate watching ads but equally that smart brands will find a way to market their products through pop culture. Everyday, we see a tonne of culture and platform-based signals and we use them to crash culture and inject our clients into relevant conversations. I find that fun.
LBB> You first started at VM as the head of creative for APAC and now you’re the ECD of EMEA. What can, and what should, the EMEA region learn from APAC?
LBB> There’s things both sides can learn from each other. Interestingly, we now have global clients who operate in both markets, so we’re working more closely together than ever.
What I love is seeing how diverse the cultures are in some ways and similar in others. In fact, some cultural insights between the UK, Singapore and Malaysia are closer to each other, than Malaysia is compared with Thailand or Vietnam.
It’s amazing that I’ve had the chance to work in all these markets, it really opened my eyes. Personally, I think EMEA can learn a lot about platform adaption out in APAC and how quickly things move there. I don't think people in the UK realise how rapidly technology is advancing how people live in Asia. What APAC can learn from EMEA is how creatives can be more hybrid and less traditional. Departments in APAC have typically been closed off - with art, copy and design experts all conditioned into working separately. What I’m seeing more in EMEA and the US is the rise of all round, hybrid creators.
LBB> What are the main challenges facing the EMEA region right now and how are you working to overcome them?
VJ> Our model is our biggest selling point but it requires true practitioners that can adapt and evolve to different markets and cultures. It’s hard, but finding gems in different markets who really get it and can explain it to clients is one of my favourite parts of the job. It’s so exciting.
I sometimes feel like I’m selling a religion! It is never easy to define, but when you see it, you can’t unsee it. It’s challenging to bring people around but I really believe in it and it works wonders for clients who have been patient enough to see success.
LBB> Can you share a recent piece of work that you’re particularly proud of?
VJ> I love everything that's coming from the Zoom team. We recently made a Wes Anderson themed piece of content that went down really well with audiences, so we have been in the process of making an Alfred Hitchock inspired horror parody. The concept is based on a poll we did on LinkedIn about the things that annoy you at work. It looks fantastic.
The team was behind the scenes and on the red carpet for TikTok during Eurovision. Both the content and engagement that came out of that, and doing it for different European markets all at once, has been a lot of fun.
Finally, I’m loving how the team is bringing a new personality to Alton Towers Resorts. They recently took a comment on social media about one of the rides having a distinct smell and turned it into a mock perfume ad. It was a viral hit and a real step in new territory for the brand.
LBB> How would you describe your leadership style and what is something you’re always keen to impart on your team?
VJ> I’d like to think I work and lead like a coach in a football team. I give directions and plays for the team to take and run with. But they are the star players, they make the magic. I only help them and advise them to get better or try new things. I also sometimes think I’m like the last line of defence to call upon. If the team can’t take on stuff, I will jump in and help create the work. So, maybe more like a player / coach depending on where I’m needed!
I love two things, helping unlock creatives to become the next generation of creative directors and leaders and inspiring young people to have fun with the work. I also listen more than I talk. I am always super quiet and listen until I have to talk. On top of that, I care for the people, not just in my department, but in the agency. Good work happens when people are feeling happy and inspired. It’s my job to get them there.
LBB> What do you think about the potential power of Threads now that X (formerly Twitter) has lost much of its appeal? Do you think X has a way of coming back? Is it still a relevant platform for advertisers?
VJ> I’ll avoid trying to pick which platform is my favourite. It’s like asking a parent to pick a favourite child. I would say all of them are solid platforms. I’m always curious to learn more as soon as a new one pops up and it was cool to see Threads launch with a bang.
I still get football news and plenty of other content from X. There’s always a cycle with platforms; a new one comes in and others fall behind until they launch a killer update and people return. I spend time watching what’s popping on different platforms and doing my best to learn from that. A lot of brands have reduced media spending on X, bringing the CPM down, which means we see a lot of under-priced attention. It’s an interesting place to look for advertisers who want to get more bang for their buck but not for those who don’t like uncertainty.
LBB> How do you stay inspired? Where do you turn to for fresh ideas?
VJ> Guess what? I hate watching ads! I think what you see in the world around you inspires you. Ads follow trends, which is cool, but I’d rather focus on what’s happening in different scenes. I love seeing stuff that's popping up around different passion points and cultures. On social, my algorithm feeds me a lot of cool things from different passions of mine that inspire me.
You’ve got to talk to people who are not in advertising too. Be hyper-aware and observant to what’s happening around you.
I’m also really inspired by my background. I tell myself how lucky I am to be doing this all the time. It’s a fun job. I come from a small town in Malaysia and I’m in London, Amsterdam, New York; having fun while creating cool stuff for some of the best brands in the world. How lucky am I? How fun is that? Remembering that always inspires me to do better.
LBB> Finally, are you as excited about sneakers today as when you were a kid? Please tell us about your most prized pair, the one that got away, and the next one on your shopping list.
VJ> I have been collecting sneakers and streetwear ever since I hit my teens and watched The Fresh Prince of Bel-Air. I’m still doing it, but not as much as I used to, UK taxes are killing me!
My biggest regret was selling my rarest pairs - especially my Nike Air Force One Vlone and two pairs of Nike x Tom Sachs Mars Yards. I sold them all when I left Asia and totally regret it. I can never get those pairs again (and I wouldn’t pay the resale price now). As I’m getting older, I’m more into New Balance. Especially after Teddy Santis was brought in as the creative director; the colourways and collaborations have been amazing. So, most of my New Balance pairs, especially my 990v6s, are my favourites.
I also love some high end fashion brands and how they’ve adapted street culture and created things more relevant to modern trends. Gucci, LV and Bottega have launched some really cool stuff in the last four or five years. Prada and Celine have upped their game too.
